‘MAKE HSTORY’UNBRANDED AD CAMPAIGN for Bimzelx
the ASK: Inspire and engage people living with hidradenitis suppurativa (HS)—a serious skin condition that worsens over time—to speak with their doctors about new, groundbreaking treatment options.
the IDEA: Leverage the power of vibrant storytelling spotlighting the unvarnished realities of HS to make those living with the condition feel seen and understood.
the PLAN: We created ‘Make HStory’—a 360° interwoven, omnichannel campaign that lives cohesively across all channels—empowers and enables people with HS to be part of the monumental change happening thanks to new cutting-edge therapeutic options. The concept celebrates patients as HStorymakers; looking back five years from now, they will be enshrined as leaders who fought to change their lives and transform the future for those with this debilitating condition.
My art partner and I created the campaign concept. As Copy Lead, I wrote video scripts, patient stories, website manuscripts, social messaging, and more.
VIDEO TECHNIQUE RATIONALE: Time stops for no one, until it does. The visual technique of using slow-motion and freezing time illuminates our narrative desire to capture small moments of success that loom large in the lives of those with HS. By freezing time, we can spotlight and explore these epic HStoric moments—giving them the grandeur they deserve.
Creative Team: Art Partner - Senior AD: Hailey Seifferheld | Creative Directors - Tracy Brosnan + David Hubbard | Executive Creative Director - Dino Tzouroutis